Stop Assuming: Understanding Client Needs in Veterinary Care and the Importance of Effective Communication.

We all know the saying. "When you assume, you make an a** out of you and me". That phrase should be remembered. Never making assumptions should be a guiding principle. When interacting with pet owners, making assumptions about their finances or their willingness to follow treatment plans can lead to significant misunderstandings. This ultimately can hurt pets' health and create barriers to effective care. Each client brings a unique set of beliefs, concerns and challenges and failing to recognize and address this head on can alienate them and compromise their beloved pets" wellbeing.

Recognizing and addressing the complexity of client needs is essential for improving communication and creating better solutions within veterinary practice. Let’s explore the dangers of assumptions and how to foster understanding in client interactions.

The Dangers of Assumption

Suggesting what you think a client can afford or how they wish to proceed with care can result in significant repercussions.

What could happen if the team adjusts recommendations to provide a more budget-friendly option without the client's full awareness of options and input? In reality...quite a bit. Here are some examples I've personally witnessed.

Scenario #1 - A 12-year-old, large, mixed breed dog was scheduled for a dental procedure.

Upon admission, the client noted the dog seemed less energetic recently and was reluctant to continue on their regular long walks, though otherwise seemed normal. The dog had lost 3 lbs. since the last visit 2 months ago. The doctor wanted to investigate the weight loss and behavior change before anesthesia, but the client had already made a comment about the high cost of the dental procedure estimate. With that in mind, she was informed that survey X-rays could be done, but monitoring was also reasonable. Since the pet was acting fine and the pre-op tests and exam were normal, the team proceeded with the dental cleaning and radiographs.

The procedure started off uneventfully, but maintaining a stable plane of anesthesia quickly became difficult. The procedure was cut short due to the unsuccessful management of hypoxemia, hypoventilation and hypercarbia. The situation was explained to the client and the pet was discharged later that afternoon.

When a follow up call was done the next day, the client reported that the dog had a very difficult night and seemed to be breathing abnormally. A recheck was recommended that morning. The dog did have increased respiratory effort, and thoracic radiographs were performed which unfortunately revealed several lung masses.

The client was understandably extremely distressed by the news and didn't understand why pre-op x-rays weren't discussed further and made more of a priority. She mentioned that had she been aware of the chest masses, she would not have proceeded with the procedure.

Consequences - The client chose not to return to the practice and also shared a highly critical review online. This resulted in a negative experience for both the client and pet, causing financial loss and reputational harm to the hospital. The situation also impacted the surgical team, leading to feelings of guilt and diminished trust in the doctor.

This situation could've been avoided by not assuming the client would decline diagnostics. The veterinarian should have strongly recommended radiographs or suggested postponing the procedure for diagnostics. If the client chose to proceed without tests, signing a detailed AMA form would've been essential.

Scenario #2 - A senior cat, new to the practice presented with a decreased appetite and vomiting. The owner was unsure about diarrhea due to the cat spending a lot of time outdoors. Records showed the owner declined Felv/FIV testing and the Felv vaccine at the previous hospital. With that information, the doctor assumed that the client would want to take a conservative approach and initially suggested supportive outpatient care. When the doctor exited the exam room, the client asked the technician if there were any other options to find the cause of the problem. A second, more aggressive treatment plan was then proposed that included comprehensive blood work, a U/A, stool analysis and radiographs.

The client seemed noticeably agitated and asked why this plan wasn't presented first. He correctly expressed that all options should've been given up front so that he could decide how to move forward. He followed up with the statement "What gives you the right to assume what I'd want to do?"

Consequences - He remained a client but requested to see a different doctor for future visits. The assumption regarding the client's preferences led to a loss of trust with that doctor and could've led to the loss of a client.

Scenario #3 - A geriatric cat presented for vomiting/ diarrhea and appetite changes. A comprehensive workup was recommended and the client stated that she didn't want to move forward with the plan. The team assumed that the client declined diagnostics for financial reasons. Before the client exited the exam room, the technician politely asked the client why she didn't want to perform the tests. The response was somewhat unexpected. She stated two reasons. The cat had been a beloved pet for 16 years and she couldn't handle bad news, additionally, she stated that it was impossible for her to give pills so if the cat needed medication, she wouldn't be able to help her.

After explaining that findings don't always lead to a terminal diagnosis and that there were alternative options other than pills, the client gave consent for blood work and a U/A. The cat was diagnosed with hyperthyroidism and was treated with transdermal medication.

Consequences - While this situation ended positively, it might have taken a different path if no one had questioned the client. The pet's condition would have continued to worsen, and the client probably would have had less time with her cat.

Engaging in Open Conversation

To avoid making assumptions, fostering open communication is vital. Asking clients about their financial concerns and goals respectfully can provide deeper insights into their needs.

Addressing finances directly and early on is beneficial. If a client doesn't voluntarily disclose that they have cost concerns, it's important to ask. Questions should always be posed professionally and empathetically to ensure no assumptions of judgment are perceived. Some helpful questions are "Is cost something you'd like to keep in mind as we discuss options?" or "Do you have a budget you're trying to stay within today for your pet's care?" or "Would it be helpful if we reviewed treatment options based on cost and urgency?"

When reviewing recommendations, it's essential to present all choices for consideration, even if there are concerns about cost. It's crucial to communicate that you will customize the treatment and/or diagnostics to suit their needs, but it's also important to ensure they are aware of all available options. I've encountered situations where individuals have reconsidered after understanding the benefits of one option over another.

When wrapping up, make sure to clarify that the client understands the information presented and they have had all concerns addressed. Use effective communication techniques like active listening and empathetic questioning. Use open-ended questions like, "What can I clarify further or provide more information on?" or “Tell me about your experience giving medications in the past?” and "After hearing all of that are you most worried about today?" opens the door to dialogue. This encourages clients to express their thoughts, which helps build trust.

Challenging Client Expectations

Clients often have preconceived ideas about necessary treatments based on previous experiences, what they've heard from others or what they've read online. It's vital for veterinarians to address any misconceptions they may have. By outlining the risks of delaying care or skipping treatments altogether, veterinarians can reshape the conversation around pet care. It is important to conduct these conversations with care and sensitivity, ensuring that clients do not feel guilty if they decide to follow a different path than the one recommended.

Building Lasting Relationships

Open discussions and collaboration create trust between veterinarians and pet owners. When clients feel their perspectives are valued and understood, they are more likely to follow through with the recommended treatments. This trust can lead to better health outcomes for pets.

Providing personalized care and excellent service encourages a loyal client base. A strong reputation can draw in new clients who seek quality care without financial assumptions affecting their decisions.

The Role of Education

Education plays a critical role in changing assumptions about financial capabilities. Veterinary professionals should commit to educating clients about specific treatments and the overall costs of pet healthcare.

Using a variety of platforms, such as blog posts, newsletters, and social media, can help spread valuable information. This not only builds general knowledge but also dispels myths related to pet healthcare. The more informed pet owners are, the better they can prioritize their pets' needs and manage their budgets effectively.

Final Thoughts

Taking a step back from assumptions about a client's ability to afford veterinary care or their willingness to follow treatment recommendations can have profound effects. By approaching each situation with empathy, openness, and a keen understanding of client circumstances, veterinary practices can create stronger relationships.

Building a foundation of trust through clear communication, financial transparency, and educational outreach leads to better health outcomes and positive experiences for pet owners. When the veterinary team sets aside assumptions, they deliver the quality care that every pet deserves, making both the pet and the owner feel recognized and valued in the process.

A close-up view of a veterinarian holding a stethoscope close to a pet.